This study explores the primary drivers influencing sustainable project management (SPM) practices in the construction industry. This research study seeks to determine whether firms are primarily motivated by external pressures or internal values when embracing SPM practices. In doing so, this study contributes to the ongoing discourse on SPM drivers by considering coercive pressures (CP), ethical responsibility (ER), and green transformational leadership (GTL) as critical enablers facilitating a firm’s adoption of SPM practices. Based on data from 196 project management practitioners in Pakistan, structural equation modeling (PLS-SEM) was employed to test the hypothesized relationships. Results highlight that CP influences the management of sustainability practices in construction projects, signifying firms’ concern for securing legitimacy from various institutional actors. As an ‘intrinsic value’, ER emerges as a significant motivator for ecological stewardship, driven by a genuine commitment to promoting sustainable development. This study also unveils the significant moderating effect of GTL on the association among CP, ER, and SPM. Lastly, the results of IMPA reveal that ER slightly performs better than CP as it helps firms internalize the essence of sustainability. This research study expands our understanding of SPM drivers in construction projects by exploring the differential impact of external pressures and the firm’s intrinsic values. These findings provide valuable insights for policymakers and practitioners, aiding them in promoting SPM to attain sustainable development goals.

The objective of this study is to examine the extent of awareness, intention, and behavior among university students in relation to green marketing. It is recognized that the present cohort of students, as well as future generations, will have a substantial impact on shaping the course of the world. The respondents for this study consisted of university students, and the collected data was subsequently analyzed using SPSS (Statistical Package for Social Sciences) 25 in order to test the stated hypothesis. University students exhibit a comprehensive understanding of green marketing and a conscious inclination toward embracing favorable intentions and behaviors in relation to this domain. The results of this study suggest that there exists a statistically significant and positive correlation between individuals’ level of green awareness and their intention to participate in environmentally friendly consumer practices. Furthermore, it has been observed that the intention of consumers to engage in green practices has a noteworthy influence on their subsequent behavior in terms of adopting environmentally friendly behaviors. The findings obtained from studies on green marketing are of utmost importance in offering valuable guidance and orientation toward a future characterized by heightened environmental awareness and sustainability. The novelty of this study is to provide a lucid comprehension of students’ perceptions about green marketing. Several factors can potentially impact the intention and behavior of environmentally conscious consumers, including personal values, social norms, and economic factors. Additional research is necessary in order to obtain a more thorough comprehension of the complexity of these variables, and how they interact to impact consumer behavior.